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NOVEMBER 2019 the digits Traffic report Trafficology has partnered with data experts Casino City Press to provide insight into website and traffic trends across the gaming industry. Here is a breakdown of the top 20 affiliate programs overall and by continent for H1 2019, in comparison with H2 2018.

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cover feature - AFFILIATE REWARDS How should operators reward affiliates? With the help of industry analysts, Tim Poole explores whether operators can reward affiliates for non-traffic-related achievements

As far as operators are concerned, affiliates are there to that situation, there is no proof the affiliate generated do what they say on the tin. They generate leads and, that deposit or bet, despite the site acting as a crucial whether through revenue share or CPAs, are rewarded facilitator in the middle of the process. for the traffic they create. Simple, right? Oren Arzony, Marketing Manager at House Tech Ads, In practice however, like any product, company or says this is a well-known issue affiliates are unsure how industry, there are grey areas which fall out of this very to tackle. He tells Trafficology: “On the one hand, we concrete way of measuring performance. Some affiliates, cannot force the user to click via an affiliate link, so it'll for instance, will generate deposits indirectly; others will be tracked. On the other hand, there’s a consensus show long-term loyalty towards certain partners during affiliates should be rewarded for the users they drive testing times; then there are those that will sacrifice to the operator.” traffic for greater compliance. Should these kinds of Affiliates also face little in the way of reward for thinking good practice really go unrewarded? outside the box. As their primary job is to be the middle man For a clearer example of the issues at hand, one can and lead a player to a third-party casino or sports betting look at sites like Bettingexpert, Oddshecker or Free Super site, this is hardly a surprise. Sometimes though, a little Tips. If a player wants to place a bet on a football match variation doesn’t go amiss. Casino affiliate site MrCasinova.com with a sportsbook like Ladbrokes, but are not sure is attempting something very much along these lines, what selection to go for, they might refer to a tip on donating £1 ($1.28) to charity for every player it Bettingexpert, an odds comparison on Oddschecker sends to an online casino. or a preview on Free Super Tips. After consuming the But when Trafficology asks the CEO of parent company information and content they need, they click away Inovatiq, Sirp de Wit, whether these kinds of initiatives from the affiliate’s website and place their wager. In are acknowledged by operators, or whether it’s just down to traffic generation, he replies: “For sure, I haven’t really seen operators jump too much on it. It’s mainly down to the value and amount of new players and they don’t really care about the source of where it comes from.” If traffic is king, this tees up another conundrum. As Arzony explains: “In cases of compliance where we need to make concessions that include removal of content, we can see an impact in the form of traffic loss.” The situation this creates is one of good practice only leading to a loss for the affiliate. “At the same time, other non-compliant affiliates who ignore the guidelines set by operators continue to thrive,” Arzony continues. “The operators take no action to make sure the guidelines are followed. We think there should be some kind of solution for this matter.” Before we all collectively sympathise with the affiliates, are there any fixes we can present in these grey areas? Candidates in the current series of the UK version of The Apprentice have been fired for highlighting the negatives without offering potential solutions, while school essays merely describing problems without evaluating them would never be awarded more than a C grade. It’s obvious why any operator would minimise its costs as much as possible; but might it be worth them exploring methods oren arzony of rewarding affiliates outside simply measuring traffic and revenue? It is exactly how an operator would go about offering these rewards that remains the million-dollar question. Both revenue shares and CPAs are tried-and-tested methods. To create a new system would require a little imagination; needless to say, it would also need to benefit all parties. Why, after all, would a gaming company go out of its way to reward a partner, if it ended up increasing costs without gaining anything extra in exchange? Arzony suggests: “The solution should be somewhere in the middle, taking into consideration the type of relationship the affiliate and operator have and the volume of traffic the affiliate generates. Possible solutions that come to mind include rewarding affiliates per impression or sign-up; for example, in a tier-based model on top of the commission generated by the actual sales. The other option is an exposure-based model with a fixed amount on top of commission. This depends on the magnitude of the campaign, including the volumes and quality of the traffic in question.” For Zamstein, there is a comparison between how operators would treat players and how they should treat Tal Zamstein affiliates. He says: “Exactly like operators treat customers, reward loyalty, giving a premium for visibility. Tournaments with different rewards can add incentives. A personal interaction is a key in any relationship as well.” The biggest issue here however is whether this dynamic Tal Zamstein, Consultant at Hybrid Interactive, believes will ever really change. Clearly, there are overlooked facets the answer is a firm yes. He tells Trafficology: “Affiliates of the operator-affiliate relationship and it is all well and should be rewarded for consistency and loyalty. The length good Trafficology theorising about a panacea for affiliates; of co-operation is important and a senior partner should but these facets are overlooked for a reason. If operators be recognised. There should be a factor per territory, as can extract their main value from affiliates (lead generation) the competition is totally different within different without having to work through other types of commercial territories. An affiliate that serves more than one territory agreements, they won’t need to initiate change any time with a big company should be recognised and get a soon. For affiliates, it might be a case of campaigning to discount for quantity.” have these issues noticed. De Wit agrees this should be on the agenda for “The main reward will always be a commercial one; operators. He believes campaigns like MrCasinova.com’s that is the main purpose for work,” Zamstein concedes. would add value to a gaming firm’s reputation. “If bigger “But there should be an additional tool of reward, as campaigns are set up in this way, and if I was an operator, mentioned, like a loyalty system and competitions, I would be very interested in getting this traffic in,” with clear rewards, targets and goals to the benefit the Inovatiq CEO says. “I would obviously reward the of both sides.” affiliate for this. I’m not entirely sure in what way, but The vital point here is it will indeed benefit both I would reward them in a different way.” sides. If there’s an upside to be had for operators too, sometimes all it takes is a little nudge from affiliates to let them know. Gaming operators, at the end of the day, function like any other business. Profit, revenue and success are central goals. If an affiliate can better feed that success through indirect traffic, improve an operator’s image through charitable campaigns or “Affiliates should be bolster their reliability through compliance, an operator will always listen if there are genuine rewarded for consistency advantages on the table. If operators don’t need to provide extra incentives and loyalty. The length of for affiliates – and aren’t pushed to – no one can blame them for not doing so. It must be acknowledged we co-operation is important don’t live in a fantasy world: not all good things are rewarded. But, as highlighted, there are potential benefits and a senior partner here for both operators and affiliates, when it comes to these grey areas being taken into account and should be recognised” incorporated into contracts and business plans. Perhaps finding a solution is something the affiliate – Tal Zamstein sector should sit down and address with operators. What better opportunity to influence real change than at SiGMA and the London Affiliate Conference in the coming months? cee

Affiliate market focus: CEE Hybrid Interaction consultant Tal Zamstein provides a guide for affiliates on the state of play in different markets within the Central European territory

Central and Eastern Europe (CEE) is going through a owned gaming halls and several casinos mainly period in which the market is shaping itself from scratch, outside the cities. with new regulated operations in each country. In the In 2017, the local regulator decided to implement last five years, nations like Poland, Czech Republic, Romania, full identity verification for online and retail customers Croatia and others have made big steps towards creating simultaneously. In addition, the market opened itself to a mature regulated gaming market. These processes also a fully-regulated gaming offering. The problem however, have a big impact on channels of consumption, as the was facilitating the customer verification requirement of markets shift to online and a full, multi-product experience. “face-to-face registration.” Offshore operators could not The old way to operate separately offshore online (from fulfill the task of verifying the customer identity in shop. Malta, Gibraltar, Curaçao etc.) is disappearing and the This meant once regulation took force, the local operators retail market, which used to be reserved only for could accelerate with online efforts, while global players conservative operators, changed its face to a new were pushed out of the market. The market itself had a approach that combines a multi-channel experience. lot of restrictions (such as maximum payout per spin), which forced suppliers to amend the product. Czech Republic The bottom line shows, despite the fact the first license Czech Republic published a new gambling law at the in the market was given to PokerStars (for a very limited beginning of 2017. The market used to be dominated product which is not a success story after more than two by offshore operators (Bet365, Unibet, PokerStars, GVC years), there are no foreign operators which managed Holdings) in regards to online casino, sports betting and to enter the regulated market successfully. Currently, poker. Lottery was offered by Sazka and Fortuna (two local Czech customers are exposed to a fully diverse product suppliers). Retail sports betting was divided between two offering, through several local operators (TipSport, Sazka, local companies: Tipsport and Fortuna. The retail gaming Fortuna, Synot) which control the sports betting, casino offer was addressed by lots of small operators, which and lottery markets. SPECIAL OFFER up to up to 60% +10% REVSHARE $20 000 CPA RATE BONUSES

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aplaycasino.com mrbit.bet slotv.com frankcasino.com driftcasino.com casinosolumbus.com The retail business lost its main advantage of playing to the market only through the government-owned anonymously, so several gaming hall operators closed brand Etipos. shops as customers moved online. There is an equal The small market is maybe less inviting due to its size, shift of online revenue within Czech slots manufacturers yet there are fewer boundaries for global operators. There (Kajot, Egaming, Synot, Apollo and a few others). is also a clear decision that at least two licenses will be issued to each product from the beginning, to avoid an Poland advantage for a single operator. The Polish market has actually been under local regulation The largest challenge in the market currently is the for a long time, although it was not forced and the taxation fact only the small public lab is accredited to certify was very unique. There were no casino licenses and content, which makes the process long and inefficient. sports betting was taxed at 12% of turnover, ensuring Lottery will remain a monopoly and only Etipos will high margins to stay profitable. This situation led to a offer this product. reality where operators were not really able to compete with offshore operators that could trade with Romania lower margins. Romania is the most mature market in the region. The biggest change in the market came after the Polish Gambling was addressed in the country already back in regulator managed to co-operate with the biggest payment 2009. The market is the most competitive in the CEE, suppliers in the market and block offshore operators from including the likes of Unibet, Betano, Sportingbet and money supply. The result was an exodus of big operators 888. There is still a big presence of retail operators, with (Bet365, William Hill, Betfair etc.) from the market. Superbet the biggest player in the market and Fortuna The sports betting taxation has not been changed, Entertainment Group following with two brands (Fortuna although everyone today is exposed to the same rules and and Casa Pariurilor). Novomatic, Mozzart and StanleyBet the odds are more fair, unlike the casino offer that is reserved also play a role in the shop business. The biggest retail for the government-owned monopoly. In addition, there operator is MaxBet, with big venues which contain as was a clear act to “clean” the streets from gaming halls many as 50 slot machines. The notable casinos operate and only the government is allowed to operate slots and mainly from hotels and are well-visited. casinos in partnership with a few suppliers. Customers face plenty of choice when they step into The open market is then restricted to sports betting a betting shop. There are up to five slots, virtual sports, and fixed-odds products (such as virtual sports). Several a comprehensive and competitive betting offer, dogs, operators have received new licenses (such as Cherry, horses and instant lottery. The only restricted products LVBet, Betclic and others) and Gauselmann Group from for the national lotteries are the weekly interval lotto Germany acquired a large operator - Totolotek. draws and scratchcards. Retail still offers a high volume in Romania, as there Croatia is no requirement to verify customers. Customers are In Croatia, the big income still lies in the retail stepping into shops with cash, playing and collecting business. Customers can step inside shops and winnings with no identity revealed. The fact customers bet/play anonymously. Prominent operators include can find sports betting and casino under one ceiling SuperSport, PSK and StanleyBet, while Admiral is helps operators to be attractive. allowed up to two slot machines per shop. Since January 2017, the government has allowed each Summary operator which owns a retail casino to additionally Overall, the CEE has started to go through a very offer games online with an annual fee payment. Online important phase, in which gaming has become a local sports betting is allowed for each operator with a subject. Through local regulation, gaming is becoming minimum of 30 shops in the country, which has more casual and accessible to everyone. However, we fulfilled regulatory requirements. can see the local regulators prefer to work with the local The market was very exposed to offshore operators big-name operators in most of the territories. I assume though, with more comprehensive gaming offers some global operators will pick up the opportunity and (many more games suppliers etc.) and, since mid-2019, acquire local businesses to add the region to their portfolio. there has been an active IP blocking action in place from This might be the easiest way to penetrate the region the regulator. Due to this, there has been double-digit and incrementally add revenue while consolidating costs. growth for licensed operators. There are lots of local manufacturers within the region Recently, some new operators entered the market (EGT, Synot, Novomatic, NSoft, GameArt and more). (CasinoArena, Admiral) and took advantage of this. The most important thing for affiliates to know though, The market is still very retail-dominated but the online is there has been a cultural shift towards gaming, moving opportunity is very promising and, considering the shift it out of the shadows and into a period when it is from offshore to regulated brands, there is significant considered common entertainment. value for operators despite high costs of entry. Mr. Tal Zamstein has over a decade of online gaming experience Slovakia with large online brands, as well as known retailers such as Slovakia is the last country to pass a new gambling law GVC Holdings, YouWin, Merkur and recently, as the Head of in this area. The government published it in the middle Gaming with Fortuna Entertainment Group. Currently, Tal of 2019, in which the law is looking at all operations as has teamed up with Hybrid Interaction, an online gaming digital, addressing all gaming verticals. Until now, consultancy agency, covering the sports, product and casino and lottery were under a monopoly and supplied regulatory compliance areas. compliance

Helping operators improve compliance Joonas Karhu, Chief Business Officer at Bojoko, suggests ways affiliates can help operators improve compliance and responsible gambling

The Gambling Commission has made it very clear online players with the tools and information they need to stay gambling operators are ultimately responsible for the in control of their play. ways in which affiliate partners promote brands on their behalf. Affiliates still remain a significant driver of new Give players the information they need player traffic for online casino brands both new and Online gambling affiliates are highly-skilled content established. As such, most operators are keen to keep creators and publishers and this is one of the most these relationships in place. impactful ways they can help with compliance and But in this new era of compliance, this has led to some responsible gambling. From a compliance point of significant changes to the affiliate ecosystem and the view, affiliates must ensure their content is informative, ways in which publishers can promote online gambling accurate, balanced and transparent. brands. From the visibility of Ts & Cs to using the correct The information published should help players make terminology and ensuring players are aware of responsible an informed decision about not only where to play, but gambling tools and services, operators and affiliates have whether they should play in the first place. This means had to up their game. This is absolutely a good thing and creating guides and articles about what to expect from any professional online gambling affiliate should want to online casinos, the various bonuses and promotions they meet the highest possible standards, regardless of new will be offered and the terms and conditions they come compliance requirements. with. This is certainly the case when it comes to wagering At the moment however, it seems operators are shouldering requirements as this is an area that often confuses players all the responsibility when it comes to educating affiliates and can lead to them wagering beyond their means. about these new requirements and ensuring they play by This information should be displayed in any offer Ts & the rules. While the buck should ultimately stop with them, Cs; but professional affiliates meeting the highest possible affiliates can and should work more closely with operators standards will provide detailed guides and explanations when it comes to responsible gambling and compliance. in addition to this. It is also crucial affiliates be mindful of Below, I outline the ways online gambling affiliates can the different jargon they are required to use by different help operators when it comes to compliance and providing operators – some like the term bonus spins over free spins, Automate compliance Compliance is a huge undertaking for both operators and affiliates; but there are ways to streamline the process while ensuring the information published is accurate and up to date. This definitely applies when it comes to Ts & Cs: at present, operators email affiliates with updates to offers and Ts & Cs. But with some affiliates listing more than 100 brands, it’s not practical to keep on top of such a large volume of emails and updates. To get around this, affiliates should consider ways of automating the process. Meet with operators and work together One of the tremendous upsides of running an affiliate business is it can be done from anywhere in the world; you just need a laptop and an internet connection. While this is an upside that undoubtedly draws people into the sector, it is a downside in that operators and affiliates rarely meet, if at all. Most meetings take place at conferences such as LAC (London Affiliate Conference) and even then, discussions are usually around traffic and deals, not compliance and responsible gambling. It is important for operators and affiliates to meet regularly and keep an open line of communication available at all times. We also believe discussions should not just be about traffic and deals, but also how both parties can work more closely together to ensure compliance and to better protect players. This is a joint effort and while the operator is ultimately responsible, for the affiliate ecosystem to joonas Karhu survive this new era of highly-regulated online gambling, both parties must play their part. Of course, for professional affiliates seeking to establish successful and sustainable businesses, this will be an absolute priority. For those that are not, it won’t be. What this will ultimately mean is the affiliates who are compliant and work for example. This requires working closely with operators hard to protect players will survive and thrive, while those and having the foresight to check what terms they prefer who don’t will not. This can only be a good thing for operators, to use before writing content. affiliates and most importantly players, as only the reputable Alternatively, affiliates could give more control over and responsible affiliates will remain. content creation to operators. This is what we have done, allowing our operator partners to create their own profiles where players rate and review the experience they have at their casino. Offer responsible gaming tools Operators are required by the Gambling Commission to provide players with the ability to set limits – deposit, "it helps online gambling loss, wager, time etc. – to help them remain in control of their play. Affiliates can and do write about these tools operators to ensure and explain to their readers what they are and how they work. But they should look to take this a step further and provide their own. players who have taken a Offering such tools may seem counter-intuitive, as online gambling affiliates want their readers to sign up to and play on new sites regularly. But to properly protect players, cooling-off period or who especially those at risk of developing gambling addictions, it is absolutely necessary to make these products available have self-excluded cannot to them. Equally, it helps online gambling operators to ensure players who have taken a cooling-off period or who have 'slip through the net' as self-excluded cannot “slip through the net” as sometimes happens. So yes, it is ultimately down to the operator to ensure self-excluded players cannot sign up to their sites sometimes happens" and that they assist those with gambling problems, but affiliates can certainly help. COMEON

Focusing on core markets Katy Stafford, Head of Affiliates at ComeOn, discusses her background in gaming, the operator's move away from the UK market, new market opportunities and increased affiliate regulation

Can you tell me a bit about your background in gaming? How different was your role with InterPartners I got into gaming in 2005. I started off with AdsDotCom, which compared to anything you had done before? was the marketing wing of InterCasino. That was one of the I went into affiliation because when we moved to Malta, first online casino operators and it was owned and operated I couldn't really do finance or HR, because I didn't speak by CryptoLogic. CryptoLogic was eventually bought out by Maltese. But I was quite lucky, because when we were Amaya. I started out doing office management, including some in London, there were a lot of social events and the HR and finance in the London office. I was there from 2005 to company used to go to ICE every year back when it was 2010, when we moved to Malta. It was at that point I moved still at Earl's Court. I knew a lot of old school big affiliates into the affiliation side with InterCasino to be Head of Affiliates back in the day, so I thought going into affiliation would for InterPartners, which is the affiliate program. be an interesting move, because that side of the business After nine-and-a-half years with the business and after four years always interested me. in Malta, I decided to move on and become Head of Affiliates at The focus for InterCasino back then was very much on Cherry. Two years ago, we merged with ComeOn and last year Europe, in particular the UK and Japan, and we still had the we merged Cherry Affiliates with Earn Affiliates, which is the old US open as well. It was before there was a lot more regulation ComeOn affiliate program, and relaunched as ComeOn Connect. in Europe. We were in Germany, France, Italy and Spain.

Are you saying it was much more common to do revenue share deals previously in the UK? Yes. When I first started, we didn't really do CPAs or hybrids. It was all revenue share, because the good affiliates knew the partnership was the most important thing. You knew those people and there may have been paid placements for top positions on comparison sites, but everything else was revenue share. Nowadays, it's far more competitive. The affiliates were good, but many of the partners we were working for wanted a hybrid or a CPA. The big PPC affiliates work only on very high CPAs.

What was behind this change? I think it was when the Gambling Commission started clamping down harder on the compliance side. The players had been fresh for the taking, in a way. Now, everyone is a bit more cautious; the players as well as the operators. It's more about building very good relationships with a small amount of affiliates rather than casting the net wide. We use Rightlander to scan the UK and any regulated market, and it's amazing how much stuff comes back. I've katy stafford got a team of 10, and we don't have the time to make sure every single affiliate site we work with is being fully compliant, but Rightlander has flagged quite a lot of things you wouldn't otherwise realise.

ComeOn is of course far more Nordic-focused. Sweden is Do you see increased affiliate regulation as more by far our biggest market, followed by Finland and Norway. of a challenge or an opportunity? We had a UK license, but recently relinquished it. Our core I think it's a bit of both. Regulation is a brilliant thing, but markets are still the Nordics and Germany. We were recently the regulators have to understand what they're doing. I granted a license for Denmark and we just launched our think imposing ridiculous rules will hurt the player and new Japanese brand last week. the operator more, and will ultimately hurt the regulator more. I think there should be very clear guidelines about When you say the core markets are the Nordics and what's allowed and what's not. If they are too harsh, the Germany, are there any other new markets you see players will just go somewhere else; to operators that aren't as particularly lucrative for the affiliate space? regulated. That then leads to a rise in black-market operators We're always looking at new markets. The re-regulation that really don't care. If you care about the player, you will want of the Swedish market has made it a turbulent year, and them to enjoy what they are doing and not get into any issues we left the UK. with problem gambling. We want players that are able to play We've been delisted and Cherry was sold to EE Intressenter, and we wouldn't have a business if we weren't acting in the so 2019 has been about focusing on what we do best. In best interest of the players anyway. 2020, there will be more of a focus on new markets. LatAm is of course very interesting, but we've been saying that for There has been a lot of discussion recently about whether years. I think Africa will be very interesting as well and that affiliates should take more responsibility when mistakes has been a focus of affiliate panels at shows recently. are made. Where do you stand on this? In Europe, people are still unsure about sports betting regulation As an affiliate manager, it's your responsibility to monitor in Germany. Norway could potentially regulate and the Netherlands your affiliate. You need to do your due diligence from the is in the process of doing so. It never really stops with gaming get go. However, it should be a partnership. Both sides are and there's always something around the corner. making money, so if an affiliate tries to claim something is not their problem, I think that's really short-sighted. In terms of the UK market and in terms of player Those are the affiliates I would never want to work with, acquisition, what was it that made the UK so difficult? and they would lose their business very quickly. UK players are pretty savvy and it's quite a saturated market. I don't think affiliation is just acquisition now. I think Because everyone wants a piece of the pie, the cost of it's a very good branding retention tool. It should be a running an affiliate program meant you couldn't just do 50/50 split. revenue share. You had to look at CPAs or hybrids. From our perspective, it was about being able to do that and making What are ComeOn's overall plans for the affiliate sure the affiliates themselves were compliant, in terms of division in the next few years? how their sites looked and what they were telling players. We need to make sure we're as transparent and trustworthy It was getting more and more tough. as possible. We need to work with the affiliates and create It was a strategic business decision. We wanted to focus on long-standing, mutually-beneficial partnerships. the markets we know we can grow and foster, and we've seen We share a lot of data within our system, but if an affiliate in the last few years that a lot of people have been moving out wants to know a bit more about the traffic they send, we of the UK. I think there will only be four or five big players left want to share information so they can build their sites there by the end of 2020, which I think is a massive shame. better and target their audience better. STS STS CEO: Poland will not face blanket ban on advertising Mateusz Juroszek, CEO of operator STS, spoke with Trafficology about the Polish market and the difficulties with marketing

What was your background before you became STS CEO? for us. We have to be very careful. We can only advertise on TV after I’ve been in this business all my life. STS was founded about 20 years 10pm. We can inform about sponsorship deals during the day, ago. I basically grew up in the company and I joined STS when I was but there are many exceptions and it is still very tricky. still in university. Before that, I did some summer internships and It’s complicated and there isn’t a manual for the industry, but consulted at a different company in Warsaw, but in my third year, I we don’t see a blanket ban coming in like the one in Italy. started with STS. I’ve been running STS here in Poland for over 10 years. I was once told you never leave gaming once you get into the Mainstream media and the public often paint gaming in industry, and it’s true. As a kid, I used to compete in a lot of sport a negative light in the UK. What is the public perception and I still do; my whole family is into sport. We love watching of gambling in Poland? all kinds of sports. I used to play semi-professional football, This industry is much younger than the one in Italy or the UK. and I also did snowboarding. My father was a ski jumper and For the last 20 to 25 years, this industry was actually being created. also played professional table tennis. Everyone in my family We had a few companies that only offered land-based betting has a connection with sports and it’s great to be able to link and then there was a big problem because Poland was not fully that passion with day-to-day work. regulated. We had so many offshore companies from Malta and Gibraltar that were offering online sports betting and casino. What is the current state of legislation regarding They did not have licenses to operate in Poland and were not advertising in Poland? paying taxes, so there was chaos. For the last 10 to 15 years, there Advertising in Poland is very complicated. Regarding the casino, has been a lot of discussion and arguments between licensed and there is only one regulated casino - the state-run operator [Totalizator unlicensed operators. A lot of people, including politicians, did not Sportowy]. It is not allowed to advertise. When it comes to sports understand the difference. Now, since 2017, when the gambling betting, legislation was not written by experts, so they put in all kinds market was regulated, most of the operators are licensed. We of different paragraphs to make the advertising much more difficult can see people realise we contribute a lot of money to different sports through sponsorships and further business. I would say the perception is getting better and better, even though it’s a pretty young industry. The state now has its own online casino. It was launched in December 2018 and is owned by the government. Legislation does not allow them to advertise. We don’t have so many discussions about responsible gambling like in the UK. I can see a lot of differences between the two markets. In Poland, it’s all about taxes. The government is more interested in handing out licenses and getting as much tax as possible, while in Malta and the UK, we see more of an approach towards responsible gambling and AML. It’s different, but we do need to do a lot of work here in Poland to explain to people that sports betting is more about your knowledge and is less of a gamble than casino games present.

At the start of the year we learned of STS’ plans to expand outside of Poland. How have those developed? We launched projects in February and spent a lot of time building the teams and structures and putting all the procedures in place, but it’s actually very interesting for us. Half our database in the UK is made up of Polish people; it’s very easy for us to tap into that market and acquire new Polish customers. They all know us and it was always our plan to first approach Polish players. We also realise all these markets are completely different, so you need a different approach in each one. But the good thing is, once you become an international company and build the business you can start to improve in your home market. In Poland, we have a lot of new technology and new marketing approaches. I think next year will be even more important to us. MrCasinova.com Giving back to the planet Inovatiq CEO Sirp de Wit speaks to Tim Poole about affiliate MrCasinova.com and its new charity drive

Can you give us an introduction about yourself and of view, people are very happy with these goals. They now know MrCasinova.com? there’s added value to getting more players in. I’m the CEO of Inovatiq Limited, which is a lead-generation From a PR perspective, it obviously also works. Right now, we company, primarily focusing on the casino affiliation sector. are sending players; the numbers are low but our goal is to send We are currently live in seven markets. In those markets, hundreds, if not thousands, a month in 12 to 16 months. We’ll we have casino affiliate assets, like organic search, to direct donate the money we generate from that to charity. It’s not set traffic to operators. One of these projects is MrCasinova.com. which charities they are yet and it’s also up to the public to get It’s a fairly new one; the website has been live for five or six to us and see which ones they want to promote. months. In the last two months, we have started marketing We are currently live with Mr Casinova and directly targeting it, working with PR companies, pushing content out to get six markets: Germany, Finland, Norway, Sweden, the UK and incoming links to increase the rankings – simple as that. Canada. In 2019, the number won’t be that big as we just One of the things we connected to that was a charity angle. started. But, in 2020, we’re aiming for a significant amount This was for a few simple reasons: the charity angle is that to be donated to charity. for every new player we send, we donate £1 ($1.28) to an environmental fund. Why do we do this? We believe in giving What are your projections for both the site and how something back to this planet. much you aim to raise for charity? We’ve been live for six months and only really started working What was the thinking behind undertaking this initiative? from a market perspective the last two months. Truth be told, Obviously, we have to think about the bottom line, but I believe there will be something handed over to charity at the end of we can also connect some goals to it and not only care about this year, but it will be a small amount. What I’m aiming for at revenue. I see, from an organisational and morale boost point the end of 2020 is the one that is more interesting. I would say, in 12 months from now, we will be disappointed if it’s less than 500 players a month. Obviously, that number needs to be higher than that. For the full year, that could then be a significant amount; hundreds, if not thousands, per month.

Are there any similar examples currently in place within the affiliate sector? I’m sure there are many lead generation or affiliate companies donating to charity. But I am not aware of anyone publicly putting out a statement they will donate X if they make Y. I have been brainstorming for a number of weeks with the team about how we should do it. This way, it is a little more transparent and is connected to a hard KPI. I have not seen it directly communicated, as we do, by competitors.

Do you think this kind of campaign can change the perception of the affiliate industry? Again, the overall effect will be small there, but I think it will change the mindset, yes. I think the casino industry itself is still seen as something not everybody wants to touch, from a media perspective. I believe this sort of initiative will create a little bit more of a positive mindset if people do it more. It’s not all about the bottom line. Even if the amount might be limited, it’s still a good initiative. The main reason we came up with it, from a company perspective, was because we wanted to connect some more corporate goals besides concentrating on the bottom line. I’m not stating this is going to change anything; I understand that. It’s a small initiative. But I think all the small initiatives together will help and that’s what we’re trying to do here. It’s a very cluttered industry, with a lot of fantastic products. But, at the same time, we wanted to connect some softer KPIs there that reward the planet in a way. It’s not all about the bottom line.

play hard pLAY HARD Mark Baker, Marketing Director at ActiveWin, speaks to Owain Flanders about his childhood dream job, zombie survival plans and his tactic for eating a Terry’s Chocolate Orange

Imagine you are in a scary movie. There is an axe murderer breaking into the house and you can pick one person in the world to team up with. Who would you pick? I think I would go for a fictional character and I’m going to go pretty Founded in 2012, ActiveWin’s aim is to target, acquire, retain and old school. Daniel LaRusso - the Karate Kid. up-sell customers through its digital campaigns. Since its early beginnings, the supplier has adapted its offering to include a number Now, say you walk into the ActiveWin office one day and no one is there. of channels and a variety of digital products. Although ActiveWin There’s been a zombie apocalypse and you’re all alone. What would be has customers in various industries, including finance and travel, it your method of survival? also holds a number of clients within the gambling industry, such as Build an arms cache first of all. Then get lots of water and lots of tinned Totesport, Prospect Hall Casino and Betfred. Most recently, the supplier goods. Make sure I’ve got lots and lots of guns and maybe swords as secured a partnership with rugby's Super League champions Wigan well, and if you’ve got a chainsaw too, why not? Warriors, which will see the company provide customer support and fan engagement services to the club’s customer base. We’ve been a bit obsessed with Guinness world records in Mark Baker has spent almost four years as ActiveWin’s the Trafficology office of late. The world record for eating Marketing Director following a six-year stint as Head of Media a Terry’s Chocolate Orange is one minute and five seconds. for the company. Prior to this, he spent more than a year working How fast do you think you could eat one? at Betfred as Head of Performance Marketing. Boasting a long I think I could eat one in 54 seconds. career within his field of expertise, it is evident Baker knows how to entice customers and get the best out of a brand, but what Impressive. So you think you’re on world record pace? about the man behind the working life? Sure, why not? I’d eat it like a snake. In the latest in our Play Hard series, Baker talks to Trafficology about superpowers, scary films and world records, as he gives us If you had one shot to break a world record, what would you attempt? a glimpse into his life outside marketing. I think I’d have a good go at making the world's longest shot put throw. If I could go for that, that’d be great. When you were a child, what did you want to be when you grew up, or have you wanted to be a Marketing Director since the day Finally, would you rather be the tallest man in the world at 8 feet you were born? 11 inches, or the smallest man at 21.5 inches? When I was very small, I think I wanted to be a pilot because my dad 21.5 inches? That is small! I think I would go for the smallest man in worked in the aerospace industry. the world because then you’ve always got somebody to look up to. What’s one piece of life advice you would give 10-year-old Mark if you had the chance? Learn the financial markets. If you could have one super power, what would it be, and what would be your supername? I think I would go for super strength. I’ll have to have a think about the name! Since Halloween is on the horizon, What’s your favourite scary movie? I think Saw was a really good one.

Trafficology is brought to you every month by the Gambling Insider team at Players Publishing. For all editorial enquiries please contact us at [email protected], and for advertising enquiries please contact Business Development Director, Deepak Malkani, at sales@ gamblinginsider.com. We would like to thank the following contributors to this issue: Oren Arzony, Mark Baker, Sirp de Wit, Mateusz Juroszek, Joonas Karhu, Katy Stafford, Tal Zamstein and Casino City Press. “If there’s a bright centre to the universe, you’re on the planet that it’s farthest from" - Luke Skywalker (Star Wars: Episode IV - A New Hope). 2019 Players Publishing Limited, All Rights Reserved